Slack
MEDIA CAMPAIGN: Outdated communication
We partnered with Slack on an international study exploring communications within small businesses, paying particular attention to how email is used at work.
Is email an "outdated" form of communication?
01
Our approach
This research-led earned media campaign for Slack involved polling 8,000 small business employees (split evenly between American and British adults). We also extracted generational differences from the research data and were able to also make some comparisons between younger and older respondents.
Our editorial team crafted news stories from the results, for the U.S. and U.K. media, and key findings were also illustrated with visual assets.
02
The story angle
By asking respondents questions about how they use email to communicate and interact with co-workers, we found that the average employee spends 10 hours and 47 minutes a week drafting emails that few recipients read.
They also said that when their email is responded to, it’s common to not have their questions answered, to be addressed by the wrong name or to be asked a question they just answered. Respondents were aware they’re guilty of not reading emails, too.
03
The analysis
The study revealed younger generations were more likely to perceive an expectation for them to stay “formal” in their emails and find it a challenge. Results found 57% of Gen Zers and 46% of millennials agreed, while only 37% of Gen X and 34% of baby boomers said the same.
There was also a direct correlation between age and feeling like emails are a waste of time. Younger respondents were more likely to say emails are not worth it (41% of Gen Z and 38% of millennials) compared to older generations (30% of Gen X and 22% of baby boomers).
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.